Household structure plays an important role in most of our buying decisions, and our choices for products to purchase, are based upon several important considerations influenced by our families, as well as our roles within them.

In this video we will focus on understanding the role family structures, play in consumer behaviour.

This video is an introduction to the various aspects, however for a better understanding please check out the links from the "Additional Reading" section below and continue on your learning journey.

Note: Videos have been made with international students in mind, as such if your finding the speed of speech slow, please increase playback speed to 1.25 in YouTube.

I hope the video takes you beyond the definition & helps to make the learning process a little more tangible. Please subscribe & feel free to share.


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Video Content

0:00 - Introduction to Family & Household Structures on Consumer Behaviour

- What are Nuclear families?
- What are Extended families?
- What are Working parents?
- What are Single parent household?
- What are Blended families?
- What are Couples?
- What is Single-person households?

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Came across a great saying:
"Assumptions are the termites of relationships." – Henry Winkler

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Additional Reading:
Dual Income, No Kids (DINK): Definition, Types, Marketing To
https://www.investopedia.com/terms/d/dinks.asp

What are the advantages of both parents working?
https://lifestyle.howstuffworks.com/family/parenting/parenting-tips/advantages-both-parents-working.htm

Family Buying Behaviour
http://hkr.diva-portal.org/smash/get/diva2:1336063/FULLTEXT01.pdf

How Single Homes Affect Consumer Spending Trends
https://www.euromonitor.com/article/rise-in-singleton-homes-and-associated-consumer-spending-trends

CONSUMER BEHAVIOR AND FAMILY
http://www.ebookbou.edu.bd/Books/Text/SOB/MBA/mba_4321/Unit-08.pdf

How household structure affects marketing
https://www.kenyaplex.com/resources/5869-how-household-structure-affects-marketing.aspx

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School of Learning
Arnav Dutta
https://www.linkedin.com/in/arnav-dutta-a2020a44